Data-protection rules offer opportunity: Finnair commercial chief

New data-protection rules being introduced in Europe could create opportunities for airlines, in the view of Finnair commercial chief Juha Jarvinen. Jarvinen on April 18 discussed the challenges presented by the EU's General Data Protection Regulation (GDPR), as well as recent controversies over harvesting of Facebook data. GDPR, to be enforced from 25 May, could significantly affect airlines and airports as it allows little accessibility to customer's information without prior approval – with implications for loyalty programmes. "It will to an extent limit our ability to utilise the data... We have to ask new consent from our loyalty members," Jarvinen acknowledged. But he adds: "We are utilising the opportunity to get wider opportunities to use the data, so we have turned the challenge into an opportunity there." Notwithstanding the constraints imposed by GDPR, there remains scope for airlines to add value via digitalisation, argues Jarvinen. "I think another area for airlines we have neglected as an industry is the in-flight part, including the long-haul part," he says. "In any other business, you would try to utilise that time efficiently... in a new modern way."<br/>